What is the difference between a Sponsored Post and a Meta Campaign?

The difference between a sponsored post and a Meta campaign (formerly Facebook Ads) lies essentially in the scope and objectives of each of these advertising strategies. In this sense, we will help you better understand how you can use them and in what circumstances.

Sponsored Post

First of all, a sponsored post is a publication made directly on a social media profile and boosted to reach more people than its organic reach would allow. In other words, it is usually one that has already been published organically and, when sponsored, is displayed to a specific audience. In other words, it does not necessarily go through the Meta ad creation platform (Facebook and Instagram).

It is generally simpler to set up and does not require planning. In other words, it is ideal for cases where the brand wants to highlight a specific post to increase likes, comments, shares or even generate more visits to the website or online store.

Pros: It’s quick to set up and an affordable option for small businesses looking to improve the reach of specific posts.

Limitations: On the downside, you have fewer targeting options and advanced features than a full campaign.

Goal Campaign

Secondly, the Meta campaign is a broader strategy, done through the Meta Ads Manager platform. Thus, on the platform you can create and manage a series of ads with different objectives. In turn, these objectives can vary depending on the campaign goal, such as brand awareness, website traffic, conversions, lead generation, among others.

In fact, a Meta campaign can create multiple ad sets and define detailed audience segmentations (such as age, gender, interests, and behavior). As you can also run A/B tests, set different budgets for each set, and optimize the campaign for different goals.

Advantages: There is greater control, customization and advanced options to optimize performance in order to obtain detailed reports.

Limitations: However, it requires more knowledge, planning and time to set up and manage, which can be challenging for businesses that do not have experience with digital marketing.

In short…

For brands that just want to highlight a specific publication, a sponsored post can be a good option. For companies looking for a more robust and personalized digital marketing strategy, a Meta campaign allows for much more advanced control. In addition to obtaining potentially more significant results.

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